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Burt’s Bees: Using New Social Media To Advance A “Caring” Product Line

September 1, 2009: 01:31 AM EST
Natural personal care products company Burt’s Bees has never been aggressive in its advertising, preferring not to “push” products with TV or newspaper ads. Instead, it educates like-valued consumers at the point of sale and on the Web site, a form of “pull” marketing that reflects a “culture of caring,” according to the author of this case study. So Twitter and Facebook, the new social media – and especially their “openness, dialogue, creativity, the sense of caring” – fit perfectly. And if company growth – 18% last year – is any measure, it’s working very well indeed.
Dori Molitor, "Burt’s Buzz", Hub Magazine, September 01, 2009, © Marketing Hub
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